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Observation (types of phenomena that are observable (physical actions,…
Observation
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disadvantage
cannot observe cognitive phenomena such as attitudes, motivations, expectations, intentions and preferences
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If the observer does not record every detail (or as much as possible) in a given situation, accuracy may suffer
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advantage
The unobtrusive or nonreactive nature of hidden observation minimises respondent error as there is no need to ask them to participate.
Data do not have distortions, inaccuracies or other response biases due to memory error, social desirability bias etc.
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mechanical observation- when situation or behaviour is routine, repetitive or programmatic
nation tv audience ratings, website hits, unique site visits, scanner based research
ethics- observation that uses deception raises question of right to privacy and to be informed. make sure to have de-brief if time and cost is not a concern.
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